USING NETWORK ANALYSIS TO DEFINE A TOURIST DESTINATION AS THE BASIS FOR A DMO

Abstract

Our hypothesis is that network analysis can be used to identify a tourist destination. To test it we carry out a pilot research to enable us to map the connections among the actors in a chosen destination. Our main objective is to elaborate an effective research method for establishing emergent Destination Management Organisation (DMO) and thereby to enhance their success.

In a successful destination service providers recognize the importance of partnerships therefore they are not just existing but actively co-operating in order to provide a more unique and unforgettable experience and to better satisfy the tourists? needs. We investigate a whole network, in a small region of 5 settlements in the northern part of the Lake Balaton.

We propose that this study will support the creation of a tool which can be used by the DMOs without academic knowledge and thanks to the exploration the bottom-up linkages enables the users to: describe the boundaries of the destination and define the boundaries by product; apply a new, measurable component towards increasing the competitiveness of the destination; develop a more efficient DMO-system by finding out further key actors in the destination, who are important to join the DMO.